Ronit Edited Project

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A STUDY OF THE POTENTIAL MARKET OF USHA HOME APPLIANCES IN PATNA (WITH SPECIALEMPHASIS to USHA INTERNATIONAL LTD.)

A STUDY OF THE POTENTIAL MARKET OF USHA HOME

APPLIANCES IN PATNA

(WITH SPECIAL EMPHASIS to USHAINTERNATIONAL LTD.)

REPORT SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT FOR

POST GRADUATE DIPLOMA IN MANAGEMENT

BY

RONIT SINGH

UNDER THE GUIDANCE OF

Prof. DR. PRASHANT RASTOGI

(INTERNAL GUIDE)

KCC INSITITUTE OF MANAGEMENT, GREATER NOIDA&

MR. REGI OSTA

(EXTERNAL GUIDE)

USHA INTERNATIONAL LTD.

KCC INSTITUTE OF MANAGEMENT1 By Ronit Singh


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PLOT NO. 2B & 2C, KNOWLEDGE PARK-3 GREATER NOIDA, U.P.

PREFACE:-

Its a thing of massive gratification for me to do my summer training in USHAINTERNATIONAL LTD. and present this project on topic A study of the potential

market of USHA HOME APPLIANCES in PATNA with the special emphasis toUSHA INTERNATIONAL LTD.

Survey measures the visibility and penetration of the companys product over the

outlays of retailers which insure the brand reach among the customers and its market

share.

This project attempts to find out the present situation of the companys product in the

HOME APPLIANCES market and whether the unconventional retailer has got the

potential of becoming the dealer of USHA.

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ACKNOWLEDGMENT :-

I take this moment to express our heart full gratitude and obeisance to our External

project guide Mr. REGI OSTA, Assistant regional Manager, usha international Ltd.

who gave us the opportunity to undertake this particular study as a part of my

summer internship project.

I am also deeply indebted to Professor Dr. Prashant Rastogi, who is my internal guide,

for the valuable suggestion given by him, which consequently led us to the

accomplishment of the study.

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The development of the Usha home appliances sector has experienced a

major process of transformation in terms of its growth, technologicalcontent and market structure in the last decade. Any company which issuccessful is because of its reach among customers which is possiblethrough the effective tools through which a company communicatesand attracts its customer. Usha Product is the most famous brand andhave a sophisticated place and market leader position in the mindof customer. This is due to its strong brand image. The attempt behindthis project was to find out the visibility of Usha Home Appliances asa brand over the retail outlets and its competitors position over these

outlets, so that company would be able to find out its lagging area and canfocus more effectively to target more and more customer and tocommunicate them more easily.An attempt has also been made in the project to access the scopeand penetration level of the Usha home appliances in theunconventional retailers.

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PROBLEM STATEMENT:-

Whether unconventional retailer can become the potential dealer of ushahome appliances?

SCOPES:-

i) GEOGRAPHICAL SCOPE

To boost the sales of the company we have visited areas of Patna city,

.Patna: Kankaragh,Boarding Road, Kadam Kuaa,

The study will therefore allow in generating potential market of Usha

Home Appliances.

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Types of Product and there features :-

What Customer gets after paying for the Usha Home Appliances?Customer Premise Equipment (CPE)

FEATURES OF KETTLE

3217

Faster heating

8-10 cups serving

Detachable and easy to

clean filte

Water level indicator

Auto shut off

Power on indicator

Dry boiling protection One hand lid opening

Cord storage

Long power for convenience

1 Year warranty

TECHNICAL SPECIFICATION:

Voltage : 220-240V AC, 50Hz

Wattage :2400 w

Capacity :1.7 ltr.

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FEATURES OF KETTLE 3210

Faster heating

4-6 cups serving

Detachable and easy to clean filter

Water level indicator

Auto shut off

Power on indicator

Dry boiling protection

One hand lid opening

Cord storage

Long power cord for convenience

1 Year warranty

TECHNICAL SPECIFICATION :


Wattage :2400 w

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Capacity: o.8 ltr.

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FEATURES OF STEAM IRON TECHNE 1000:-

Dry/ Spray/ Steam ironing with

Vertical and horizontal steam burst

Anti scaling and self cleaning

Function for longer life

Soft grip handle for ironing comfort

Soft rubber buttons

Non- stick scratch resistant

Coated soleplate

In built overheat protection

3600 swivel operation

Extra long cord for better reach

Thermostat panel/disc

3 way auto shut off

1 Year warranty

TECHNICAL SPECIFICATION:-


Wattage :2400 w

Water tank capacity: 350ml.

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FEATURES OF STEAM IRON TECHNE 2000:-

LCD panel with 9 fabric setting andPre-set electronic temperature control

Non-stick scratch resistant coated

Soleplate


Dry /spray/steam/ironing

Variable steam

Vertical and horizontal burst of steam

Anti-scaling and self cleaning function

for long life.

Anti dritp function to prevent water leakage


Self rubber buttons




1 Year warranty



Wattage :2400 w

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FEATURES OF STEAM IRON TECHNE 3000

LCD panel withPre-set electronic temperature control


Soleplate



Variable steam


Anti-scaling and self cleaning function

for long life.

Anti drip function to prevent water leakage


Self rubber buttons




1 Year warranty



Wattage :2200W

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FEATURES OF STEAM IRON TECHNE 4000

Soft touch LED control for 6 fabric setting

Pre-set electronic temperature control


Soleplate



Variable steam


Anti-scaling and self cleaning function for long life.

Anti drip function to prevent water leakage


Anti-slip heel

1 Year warranty



Wattage : 2400W


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FEATURES IF TRAVEL IRON TECHNE 500 Unique palm glide design for smooth ironing

Dry/steam ironing

Non-stick scratch resistant coated plate


In built overhead protection


Easy palm grip

1 Year warranty

TECHNICAL SPECIFICATIONS:

Dual voltage : 220-240V AC,

50Hz&110-120V AC, 50Hz

Wattage : 1000W


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FEATURES OF POP-UP TOASTER 3220

Electronic variable control for just the right toast

Automatic bread centering for uniform toasting

Push button control panel

LED illuminated reheat, defrost and stop function

Extra wide slots

Easy clean crumb tray Cord storage

6 variable toasting options

Cool touch body

High quality stainless steel slots for hygienic toasting

1Year warranty



Wattage : 850W

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FEATURES OF POP-UP TOASTER 3221

Electronic variable control for just the right toast

Automatic bread centering for uniform toasting

Push button control panel

LED illuminated reheat, defrost and stop function

Extra wide slots

Easy clean crumb tray Cord storage

7 variable toasting options

Cool touch body

High quality stainless steel slots for hygienic toasting

1 Year warranty



Wattage : 850W

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FEATURES OF DEEP FRYER DF 3215

Detachable oil pot with non-stick coating

Detachable lid with viewing window

Double filters to control odour and oil vapor

Cool touch body

Fryer basket for deep frying

Adjustable oil temperature Easy to clean, removable oil pot and fryer basket

1 Year warranty


Voltage:230V AC, 50Hz

Wattage: 1500W

Capacity:1.5L

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FEATURES OF ELECTRIC PRESSURE COOKER 3250

Efficient, fast and saves time

Preserves essential nutrients in food

Electronically controlled precision cooking

Variable food cooking options

1.5mm DuPont non stick coated pot

10 in built safety features Detachable cord

Keep warm function

Non stick panel

Control panel

Timer

1 Year warranty


Voltage :220-240V AC, 50Hz

Wattage : 800 W

Capacity: 4Ltr.

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FEATURES OF HAND MIXER 3260

6 speed low noise operation with extra turbo option

Efficient kneading, beating and whisking with convenient

attachments

Rubberised handle for easy handling

Convenient eject button

Superior quality stainless steel for high aesthetic appeal

Vents for efficient motor cooling

1 Year warranty


Voltage :220-240V AC, 50Hz

Wattage : 300W

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Usha International Ltd. is one of India's leading consumer durable manufacturing and

marketing companies. The company is having a diverse product portfolio that includes Electric

Fans, Sewing Machines, Home Appliances, Engines, Electrical motors & Pump sets, Drinking

water coolers & dispensers and Auto Products. The company offers ceiling, desk, wall, stand,

orbit, and exhaust fans for domestic and industrial use; drinking water coolers and dispensers,

including storage and pressure type drinking water coolers; engines, electrical motors, and pump

sets; generators; air conditioners; and chemicals, such as chlorine, caustic soda, chloride of lime,

and hydrochloric acid. The company also provides auto products, such as pistons, rings, liners,

and engine valves; cylinder liners, cylinder heads, crankshafts, and connecting rods; crown wheel

and pinions, transmission gears, filters, and UJ crosses; diesel fuel injection components,

including single cylinder pumps and injectors, nozzles, and elements; fuel injection test benches

and repair equipment; and bearings and bushes for a range of applications, including tractor,

light, and heavy duty commercial vehicles, as well as two wheelers and stationary diesel engines.

In addition, they engage in leasing and managing warehouses. The company is based in

Gurgaon, India with additional offices in Ahmedabad, Bangalore, Bhopal, Chennai, Cuttack,

Ernakulam, Ghaziabad, Guwahati, Jaipur, Jalandhar, Kolkata, Lucknow, Mumbai, New Delhi,

Patna, and Secunderabad. The company has operations in the Middle East, Africa, and SouthEast Asia. Usha International Ltd was incorporated in the year 1935 as Jay Engineering Ltd. The

company was established for producing quality sewing machines for the first time in India. The

first sewing machine was produced in a disused motor garage in Kolkata, by four men working

with their bare hands. In the year 1955, the company was diversified into electric fans and they

set up their first full-fledged fan factory near Kolkata in 1956. In the year 1968, they set up their

second fan factory was set up at Hyderabad and in the next year, they set another one in Agra. In

the year 1975 the company became a public limited company. During the year 1993-94, the

company entered into a technical collaboration agreement with Janome Sewing Machines Co of

Japan, one of the largest sewing machines manufactures in the world for the manufacture of

automatic zig zag sewing machines.

In the year 2000, the company Usha International Ltd is one of India's leading

consumer durable manufacturing and marketing companies. The company is having a

diverse product portfolio that includes Electric Fans, Sewing Machines, Home

Appliances, Engines, Electrical motors & Pump sets, Drinking water coolers &

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dispensers and Auto Products. The company offers ceiling, desk, wall, stand, orbit,

and exhaust fans for domestic and industrial use; drinking water coolers and

dispensers, including storage and pressure type drinking water coolers; engines

electrical motors, and pump sets; generators; air conditioners; and chemicals, such aschlorine, caustic soda, chloride of lime, and hydrochloric acid. The company also

provides auto products, such as pistons, rings, liners, and engine valves; cylinder

liners, cylinder heads, crankshafts, and connecting rods; crown wheel and pinions

transmission gears, filters, and UJ crosses; diesel fuel injection components, including

single cylinder pumps and injectors, nozzles, and elements; fuel injection test benches

and repair equipment; and bearings and bushes for a range of applications, including

tractor, light, and heavy duty commercial vehicles, as well as two wheelers and

stationary diesel engines. In addition, they engage in leasing and managing

warehouses. The company is based in Gurgaon, India with additional offices in

Ahmedabad, Bangalore, Bhopal, Chennai, Cuttack, Ernakulam, Ghaziabad, Guwahati

Jaipur, Jalandhar, Kolkata, Lucknow, Mumbai, New Delhi, Patna, and Secunderabad

The company has operations in the Middle East, Africa, and South East Asia. Usha

International Ltd was incorporated in the year 1935 as Jay Engineering Ltd. The

company was established for producing quality sewing machines for the first time in

India. The first sewing machine was produced in a disused motor garage in Kolkata,

by four men working with their bare hands. In the year 1955, the company was

diversified into electric fans and they set up their first full-fledged fan factory near

Kolkata in 1956. In the year 1968, they set up their second fan factory was set up at

Hyderabad and in the next year, they set another one in Agra. In the year 1975 the

company became a public limited company. During the year 1993-94, the company

entered into a technical collaboration agreement with Janome Sewing Machines Co of

Japan, one of the largest sewing machines manufactures in the world for the

manufacture of automatic zig zag sewing machines. In the year 2000, the company

commenced marketing of Light Weight Kerosene pumpsets powered by Honda

engines. During the year 2003-04, the company incorporated Shriram Fuel InjectionIndustries Ltd as 100% subsidiary of the company. They transferred their Fue

Injection Business to that new 100% subsidiary company as of close of March 31,

2004. During the year 2007-08, Usha International Ltd and Shriram Fuel Injection Ltd

merged with the company with effect from April 1, 2007 and the name of the company

was changed from Jay Engineering Works Ltd to Usha International Ltd. Owing to the

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merger, Avro Sales Pvt Ltd, a wholly owned subsidiary of erstwhile UshSa

International Ltd has become a subsidiary of the company. During the year, the

company launched MC-200E from Janome in the Memory Craft series. Also, they

introduced seven new sewing machines models in the high-spped industrial categoryIn the Electrical Motors and Pumps, the company launched a full range of compressor

pumps in the Eastern India. Also, they introduced new 0.5 HP Mini Monobloc model in

the economy. During the year 2008-09, in the Sewing machines, the company

introduced six new models to cater to the requirements of large garment

manufacturers and export units. Also they expanded their network of 1500 dealers to

reach smaller towns and a wider audience of potential customers. During the first

quarter of financial year 2009-10, the company acquired 50,000 equity shares of Rs

10 each of Siel Holding Ltd for a consideration of Rs 607.47 lakh. The promoter

companies, namely M S R Enterprises Pvt Ltd, Perennial Investments Pvt Ltd

Greenfields Commercial Pvt Ltd and Siel Holdings Ltd, are proposed to be

amalgamated with the company with appointed date being April 1, 2009.

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Chairman Krishna Shriram

Director Dinesh chabra

Managing

Director

Dinesh chabra

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Chairmankrishna Shriram

Managing Director Dinesh chabra

Company Secretary Daisy Khanna

Director Dinesh chabra

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The main objective of this project is to put stress on the study of

potential distribution channel for home appliances services in patna with

the special emphasis to usha international ltd. (India). That is whether

this part of patna is capable of garnering and bringing profit to the

company or not. How much the expected distribution channels are awareof the potentialities of the companys product (i.e., home

appliances).What is the problem that they are facing and how those

could be overcome. The buying decision of the existing retailer as well as

of the potential retailer also ought to be studied as it will eventually help

the company to be acquainted as to what the end customer is seeking

for and solve their grievances (if any).

1. To conduct mapping in Patna (Bihar)

2. To conduct the promotional activities of the product

3. To conduct direct selling to boost the sale.

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RESEARCH METHODOLOGY

The methodology adopted for eliciting the data required for the study is studymethod. It is the overall pattern or framework of the project that will dictate as

to what information is to be collected, from which sources and by what

procedures.

Research methodology must be classified on the basis of the major purpose

ofthe investigation. In this problem, exploratory studies have been undertaken;

as the problem statement of the project is to check whether the unconventional

retailers have got the potential of becoming the dealers of usha home appliances

RESEARCH DESIGN

Exploratory study has been in the research since we are tiring to explore new

areas of research. The study was carried out with the help of a structured

questionnaire which helped us in accomplishing our objective.

SOURCES OF DATA

Primary data consists of information collected for the specific purpose at hand for

the purpose of collecting primary data, exploratory study was used and all the

retail outlets sellers using different brands and their competitors were contacted.

In our study we have used primary data (questionnaire) to elicit the data.

A)SAMPLE SIZE: 56 outlets have been visited, no statistical technique havebeen used for its determination.

B)SAMLPLING TECHNIQUE: Non probabilistic convenient sampling

technique has been used in the study because only those retailers werevisited who were accessible and available.

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METHODOLOGY

The methodology adopted for eliciting the data required for the study isstudy method . It is the overall pattern or framework of the project that

will dictate as to what information is to be collected, from which sources

and by what procedure

Research methodology must be classified on the basis of the purpose of

the investigation. In this problem, exploratory studies have been

undertaken ;as the problem statement of the project is to check whether

the unconventional retailers have got the potential of becoming the

dealers of usha international ltd.

RESEARCH DESIGN

Exploratory study has been in the research since we are tiring to explore

new areas of research. The study was carried out with the help of a

structured questionnaire which help me in accomplishing our objective .

SOURCE OF DATA

Primary data consists of information collected for the specific purpose athand for the purpose of collecting primary data, exploratory study was

used and all the retail outlets sellers using different brands their

competitors were contacted. The primary data were collected from the

feedback that was collected from the customers by preparing the

questionnaire. Face-to-face interview was carried out with open and

close ended questions.

In my study I have used primary data (questionnaire) to elicit the

data .

SAMPLE DESIGN

S.No.

Names of task Results

1. Types of data : Primary Data

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2. Target population : Retailers3. Sample size: Non probabilistic convenience

sampling4. Sampling method: 56

5. Research instruments: Questionnaire6. Statistical techniques: Charts and Tabulation7. Survey area: Patna City Exploratory Research

Exploratory Research is a conduct to clarify ambiguous problems.

Management may have discovered general problems, but research is

needed to gain better understanding of the dimension of the problem.

Exploratory studies provide information to use in analyzing a situation,

but uncovering conclusive evidence to determine a particular course ofaction is not the purpose of exploratory research.

The Primary Data were collected by interviewing the retailers.

The questionnaire was prepared to support the interview structure.

Face-to-face interview was carried out both open & close ended

question.

Target Population

The term, Population refers to the total of item about which

information is desired. The population can be infinite or finite. The

population is said to be finite if it consists of a fixed number of element.

Thus an infinite population means one cannot have any idea about the

total number of item.

The target population was all retailers of Patna.

Sample Size

The sample size is of 56 people from different location East West North

and South , Patna City.

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Sampling Technique

A)Non probability sampling:-

Non-probability sampling .A sample of units where the selected unitsin the sample have an unknown probability of being selected and where

some of the target population may even have no change at all of being

in the sample.

B)Convenience sampling :-

Convenience sampling is sometimes referred to as haphazard or

accident sampling. it is not normally representative of the target

population because sample units are only selected if they can be

accessed easily and conveniently.

We have taken the parameter which justify the project

objective and problem statement. This parameter will help usto draw conclusion.Since the time period is too short to

conclude a hypothesis, we have used pie chart to analyze and

interpret the data.

The data was collected through primary source only.

Primary data:

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The data was collected though questionnaire prepared from

East, West North and South of Patna City from 56 retailers

shops. .

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LIMITATIONS

Due to time constraints the study has been done on the basis of convenience.

Lack of communication with the external guide

Frequent change of area sales guide.

Fewer co-operations of the respondents.

MARKET VISIT

Date of visit : 25th May, 2013 to 25th July , 2013.

Areas Covered : East, West North and South of PatnaCity

Objective : To promote and sale Home Appliancesof Usha Product

Methodology used: Interviewed retailers.

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Signature:

Date:

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Date:

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